This is another area where the “old school” big brands are showing their age. Most corporations deny access to practically all of the social media websites from within their network, which practically renders social media non-existent. To them, all of the social media sites are time-wasting, money-sucking, places for their employees to get distracted from work. Most…wait, no…ALL of my big brand SMM takes place out-of-the-office and off their network. It’s unfortunate, but why is it that trying to explain the use of various social media sites to top executives often feels like a child begging his parents for a toy?

One major issue with SMM is the measured ROI (or lack of)….it’s simply difficult to relay ROI in terms that are beneficial to key stakeholders. Our video went viral? Oh no! …is there a vaccine? sigh. Then there’s the issue of “bang for the buck.” Is time better spent on a marketing campaign that will be on billboards, magazines, and television…..or should the same amount of time be spent social bookmarking, sharing videos, inter-linking, and slipping anchor text links throughout various forums, blogs, walls, etc. Which do you think an executive would want to put resources on?

With a big brand, there are sooooo many projects that come down the pipeline that make something like SMM seem too small to bother with…therefore, it doesn’t get involved in the entire marketing plan.

Things will change…especially when reputation management comes into play! That’s a whole ‘nother story…